Augmented Reality in Advertising and Brand Communication: An Experimental Study

Authors: O. Mauroner, L. Le, S. Best

Abstract:

Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness.

Keywords: Advertising effectiveness, augmented reality, brand communication, brand recall, interactivity.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1338858

References:

[1] P. Milgram, F. Kishino, A taxonomy of mixed reality visual displays, IEICE (Institute of Electronics, Information and Communication Engineers) Transactions on Information and Systems, Special issue on Networked Reality, Dec. 1994.
[2] K. Conner, A historical comparison of resource-based theory and five schools of thought within industrial organisation economics: Do we have a new theory of the firm? Journal of Management, 1991, 17, pp. 121-154.
[3] O. Moisescu, P.E. Bertea, The Impact of Brand Awareness, Brand Knowledge and Price Positioning on Perceived Risks Associated to Buying Online from Travel Agencies, Romanian Journal of Marketing. 2013, 3, pp. 13-22.
[4] Y. Liu, L. J. Shrum, What is Interactivity and Is It Always Such a Good Thing? Journal of Advertising, 2002, 31,4, pp. 53-64.
[5] L. Se-Jin, L. Wei-Na, K. Hyojin, P. A. Stout, A Comparison of Objective Characteristics and User Perception of Web Sites, Journal of Interactive Advertising, 2004, 4, 2, pp.61-75.
[6] J. Steuer, Defining Virtual Reality. Dimensions Determining Telepresence, Journal of Communication, 1992, 42, 4, pp. 73-93.
[7] P. S. Raju, Theories of Exploratory Behaviour: Review and consumer Research Implications, in: J. N. Sheth (Ed.), Research in Marketing: A Research Annual, 1981, Greenwich: Jai Press, pp. 223-249.
[8] V. Trommsdorff, Konsumentenverhalten, 2008, Stuttgart, Germany: Kohlhammer.
[9] R. E. Petty, L.T. Cacioppo, The Elaboration Likelyhood Model of Persuasion, in: L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 1986, New York, USA: Academic Press, pp. 123-205.
[10] R. J. Lutz, S. B. MacKenzie, G. E. Blech, Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences, in: R. P. Bagozzi, A. M. Tybout (Eds.), Advances in Consumer Research, Ann Arbour: Ass. For Consumer Research, 1983, pp. 532- 539.
[11] G. Jeck-Schlottmann, Anzeigenbetrachtung bei geringem Involvement, Marketing ZFP, 1987, 10, s, pp. 33-43.
[12] H. Wettig, Plakat Werbung. Die Werbung vor dem Anschlag testen, Marketing Journal, 1992, 25, 2, pp. 460-467.
[13] R. J. Lutz, Affective and Cognitive Antecedents of Attitude towards the Ad: A Conceptual Framework, in: L. F. Alwitt (ed.), Psychological Processes and Advertising Effects: Theory, Research and Applications, 1985, Hillsdale, pp. 45-63.
[14] F. R. Esch, G. Kiss, Wirkung interaktiver Markenauftritte im Internet, Marketing Zeitschrift für Forschung und Praxis, 2006, 18, 2, pp. 99-115.
[15] M. J. Houston, M. L. Rothschild, Conceptual and Methodological Perspectives on Involvement, in: C. J. Subbash (ed.,) Research Frontiers in Marketing: Dialogues and Directions, 1978, Chicago: American Marketing Association, pp. 184–187.
[16] J. L. Zaichkowsky, Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising, Journal of Advertising, 1994, 23 (4), pp. 59–70.
[17] S. Kim, E. Haley, G.-Y. Koo, Comparison of the paths from consumer involvement types to ad responses between corporate and product advertising, Journal of Advertising, 2009, 38, 3, pp. 67–80.
[18] R. E. Petty, J. T. Cacioppo, Communication and persuasion: Central and peripheral routes to attitude change, 1986, New York: Springer- Verlag.
[19] M. Hastak, J. C. Olsen, Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication effects on Cognitive Structure, Journal of Consumer Research, 1989, March, pp. 444-456.
[20] D. R. Beatty, S. Talpade, Adolescent Influence in Family Decision Making: A Replication with Extension, Journal of Consumer Research, 1994, 21, 2, pp. 332-341.
[21] R. A. Coulter, L. L. Price, L. Feick, Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe, Journal of Consumer Research, 2003, September, pp. 15-169.
[22] H. Li, T. Daugherty, F. Boccia, Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence, Journal of Advertising, 2002, 31, 3, pp. 43-57.
[23] S. B. MAcKenzie, R. J. Lutz, An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, Journal of Marketing Research, 1989, 53, 4, pp. 48- 65.
[24] H. Soh, L. N. Reid, K. W. King, Measuring Trust in Advertising: Development Validation of the ADTRUST Scale, Journal of Advertising, 2009, 38, 2, pp. 83-103.
[25] D. A. Sheinin, S. Varky, C. Ashley, The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments, Journal of Advertising, 2011, 40, 2, pp. 5-17.
[26] P. Williams, A. Dorlet, Age-Related Differences in Responses to Emotional Advertisements, Journal of Consumer Research, 2005, 32, 2, pp. 343-354.